The appointment comes without the conventional multi-agency pitch. The core responsibilities of the agency will include working towards building a new, upgraded strategic platform for Sebamed and handling communication of its portfolio.
Talking about the necessity to push the frontiers through a new communication strategy, Shashi Ranjan, Country Head, Sebamed India & USV FMCG Business, said, “As the brand has tremendous potential to disrupt the category, we needed a partner who can do complete justice to our aspirations. The Womb, with their passion for nurturing and building challenger brands and cultural approach to taking brands to market, was a very natural choice. We are looking forward to a great partnership.”
Referring to the brand’s positioning, Ranjan added, “Sebamed as a brand has the potential to create a paradigm shift in skin and haircare through its unique pH5.5 advantage. We are looking at behavioural change from consumers to challenge their existing choices and choose right options basis verifiable facts.”
About winning the appointment without a multi-agency pitch, Navin Talreja, Founding Partner, The Womb, said, “We are a challenger brand ourselves so are always excited with the opportunity to work a brand that is one too. And when it is one with as much substantivity as Sebamed, you know that the fight with the market leader will be interesting, to say the least. We look forward to building the business for Sebamed in India. We look forward to this journey with great excitement. Special mention to all at Sebamed who reposed their faith and trust in The Womb by awarding us the brand without a pitch.”
Kawal Shoor, who is also The Womb’s Founding Partner, said, “All Sebamed products sold in India are imported from Germany. Are made in Germany. That means they’re not just built without compromise but has a valid rationale for being considered premium when picked up from Indian shelves. Every Sebamed product is conceptualised and manufactured with science and honesty at its heart and is for everyone, but because of its high price, a big part of strategy building will be to answer ‘who will buy it’, ‘from where will she buy it’, ‘why will she prefer it over others’, and ‘how will she continue to buy it’. New opportunities have opened up due to certain issues that a leader brand is facing in baby care, and we’re excited to help a deserving brand like Sebamed take centre stage in Indian minds.”
Based in Mumbai, The Womb is a 5 year old premium advertising agency, started by Navin Talreja and Kawal Shoor (both ex-Ogilvy & Mather). True to its tagline “where new ideas take birth”, one of The Womb’s buzziest campaigns include “Kya chal raha hai? Fogg chal raha hai”. The agency also helped design Saregama’s ‘Carvaan’, the digital audio player, which was named among the “Top 20 Product Innovations of the year” and also won the “Most Effective Campaign in the World” award.